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选择什么样的人来搞策划工作?也就是有关策划人员应具备什么样素质的问题,可以讲是众说纷纭,仁者见仁,智者见智。我在日本访问的时候,认识了一位出生在中国沈阳的日本商品开发、营销策划、市场研究专家小岛庸靖先生。他后来给我寄来了一本他在台湾出版的专著《企划思考12》。书中除谈了12种企划(即我们所说的策划,以下同)的思考方法外,还谈到企划人员应具备的十项素质,而且是他认为不可或缺的基本素质。读来很有启发,还有点趣味:恐怕这也许是时下兴起的创意产业从业人员所需要的基本素质。现把主要内容介绍如下,以飨同行和读者。需要特别提出的是,原来提到的策划,主要为制造业的商品开发、商品营销方面,现在完全可扩展到现代服务业和文化、体育、旅游等产业的项目开发、项目营销。
What kind of people to choose to engage in planning work? That is, what kind of quality planning should have the staff, we can say there are divergent opinions, benevolent see the benevolent, the wise see the wisdom. When I was in Japan, I met Mr. Kojima Kojima, an expert in Japanese product development, marketing planning and market research who was born in Shenyang, China. He later sent me a monograph entitled “Planning Thinking 12”, which he published in Taiwan. In addition to the book about 12 kinds of planning (that is, what we call the planning, the same below) thinking, but also talked about planning personnel should have ten qualities, but he also considered the essential qualities. Reading is very inspiring, but also a little interesting: I am afraid this may be the basic quality needed by practitioners of creative industries nowadays. The main content is introduced below, to 飨 counterparts and readers. What needs to be specially mentioned is that the originally mentioned planning, mainly for product development and commodity marketing in the manufacturing industry, can now be fully expanded to project development and project marketing in the modern service industry and culture, sports and tourism industries.